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Customer Story

Tomatina

Tomatina loyalty program sign up page screenshot
Before Thanx, we had tens of thousands of customers who got a card and never registered it. Now, with Thanx, Tomatina’s loyalty program is as seamless as it possibly could be. The use of the technology is really brilliant and it’s exactly where we need to be.
Maura Feingold
Tomatina

A Bay Area favorite for over two decades, Tomatina is a multi-unit full service restaurant concept known for modern and fresh interpretations of traditional Italian recipes. Although a long established brand, Tomatina uses Thanx as a modern solution to provide insight into customer activity across all locations, personally engaged high-value loyalists, and generated meaningful increases in sales.

Bar chart plus line chart icon 82%
loyalty guests still active after 6 months
Arrow line chart icon 61%
improved program engagement
Bullseye icon 35%
redemption rate on targeted offers
Enrollment screenshot from Thanx for Tomatina

Easy enrollment without compromising experience.

Tomatina had become frustrated with its existing customer loyalty program. Only 18% of customers ever registered expensive plastic cards. Tomatina was looking for a better solution that wouldn’t confuse or alienate loyal customers actively using the legacy program. Thanx’s proprietary credit card integration makes it effortless for customers to enroll and earn rewards on purchases.

Bar chart showing average check size before and after Thanx

Out with the old, in with the new, in a snap.

Thanx guided Tomatina through a seamless transition that included transferring progress to existing customers’ new accounts. In just 5 months, Tomatina transitioned 96% of its previous customer loyalty program’s active members to Thanx. Once transitioned, Thanx boosted the average check size of enrolled customers by 39%.

Bar chart showing old loyalty program vs on Thanx

Personalized engagement that delivers on KPIs.

With the previous program, only 51% of customers remained active 6 months after signing up. With Thanx, 82% remained active after 6 months — a 61% improvement in program engagement. Tomatina’s VIP program saw 35% redemption on targeted offers to their VIPs — a 3.5X improvement from other loyalty programs. Upon redemption, VIPs spent 37% more than average, further boosting sales.

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